When American consumers are "Black Friday (Friday: Thanksgiving day next Friday, the big discount day for the US retail industry)" urgently looking for the most cost-effective procurement projects, LCD TVs are still their hope. The first choice on the purchase list. According to data from The NPD Group, a market research organization, the average selling price of LED-backlit LCD TVs was US$1,106, a drop of 44% between October 2009 and October 2010; traditional cold cathodes The prices of CCFL-backlit LCD TVs have also dropped significantly. The annual decline rate is 24%. The current average selling price is only US$435.

“The holiday flyers continue to point out that flat-screen TVs will continue to be the best-selling electronics products on the Black Friday holiday. This year, retailers will try to make up for months by slower price declines and increased penetration in the LCD TV home market. The flat-panel display of product revenue declines,” said Ross Rubin, executive director of industry analysis at NPD. “When LED-backlit TV prices fall faster than traditional LCD TVs, LED-backlit TVs will continue to have a significant price advantage.”

When the price of LED chips is steadily declining, the price dynamics of LCD panels become more complex; after the economic downturn, market demand has returned to 2009 levels faster than expected, and manufacturers in the supply chain are also in the second half of the year. The season faced a shortage of products, which led to a rise in the price of LCD TV panels in the first half of 2010. Since the entire LCD TV supply chain will take three months to operate, the rise in panel prices will ease the decline in retail prices in the first half of 2010.

"Because the margins of such products as LCD TVs continue to shrink, when brands and retailers want to push for price cuts, they need to be somewhat sympathetic to the supply chain vendors;" said Paul Gagnon, DisplaySearch North American TV market researcher. : "This result will cool down the growth of certain markets, such as the US market. When this type of industry cycle often occurs, it will once again affect the supply chain, including the drop in demand for key components such as LCD TV panels, resulting in excess supply. the result of."

October 2009-October 2010 Average selling price of 42-inch LED and CCFL backlight TVs in North America (Source: The NPD Group/Retail Tracking Service)

The price of LCD TV panels fell again from the second quarter of 2010, especially on 32-inch and 40/42-inch products. This is the most popular size; compared to the third quarter of 2009, this The two sizes of panel prices fell by 10% and 5% respectively in the third quarter of 2010. “The decline in panel prices in the second quarter of 2010 and the third quarter of 2010 will directly affect the retail prices in the fourth quarter of 2010. If consumers are still quite sensitive to falling prices, this will help the United States. The demand in the local market has increased," Gagnon concluded.

32-inch and 40/42 inch LCD TV panel prices (Source: DisplaySearch Quarterly Global TV Shipment and Forecast Report)